Kraft Macaroni and Cheese announced Wednesday that it has changed its name to Kraft Mac & Cheese after 85 years.
According to a news release from the Kraft Heinz Company, the new name is “meant to reflect the way fans organically talk about the brand.” The company said it has updated the logo, brand colors, photography, packaging and more.
“We know that people aren’t turning to comfort food as a guilty pleasure, they are positively embracing comfort, saying yes to feeling good, saying yes to caring for themselves,” Victoria Lee, Kraft Mac & Cheese Brand Manager, said in a news release. “There is a familiar, craveable, positive comfort to Kraft Mac & Cheese that makes it so special and iconic to millions of people across the world and our new look is a reflection of what our brand means to our consumers.”
According to CNN, the new name and box is the company’s way of rebranding its mac & cheese as “comfort food.”
The new packaging will hit store shelves starting in August. It will appear on the company’s social media pages and website this summer, according to CBS News.
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